NEW YORK – Reportlinker.com announces that a new market research report is available in its catalogue, High Growth Forecast in Digital Advertising .
The digital advertising industry is changing fast, sending reverberations down the length of the value chain. With consumers taking greater control of their viewing, companies are re-evaluating their digital media assets and finding new ways of engaging.
Executive summary
In a nutshell
Key messages
Online advertising is a glimmer of hope in the recession
The digital advertising value chain is in a period of disruption
Other areas of digital advertising will not fare so well
Targeting based on deep packet investigation (DPI) is driving concerns over privacy into the regulatory arena
Social media fosters new models of engagement but should not be seen as an advertising nirvana
Do not underestimate how difficult it is to get application-based advertising right
Twitter has potential as a marketing and advertising channel
Rich media is good but sympathetic execution is better
New metrics identify the media really doing the work
Digital advertising value chain analysis
The changing shape of the digital advertising value chain
Advertisers
Advertisers take more direct control of agency functions
Advertising and media buying agencies
Digital performance metrics are becoming more granular
Advertisers are bringing more online ad functions in-house
Ad exchanges and auctions are disrupting media buying
Conversational marketing is changing the nature of advertising inventory
Advertising networks and exchanges
The rise of the horizontal players
Competition kicks in, forcing differentiation
Targeting: behavioural and contextual ad networks
Premium ad networks
Platform/media specialists
The vertical ad network explosion
The role of the advertising exchange
Ad serving and targeting
Ad serving in a nutshell
The importance of targeting
Contextual targeting
The rise of behavioural targeting
Deep packet data inspection: kicking up controversy
Media owners
The changing nature of digital advertising inventory and those who own it
The rise of social media
Digital media metrics: models for measuring value and performance
Cost per thousand impressions (CPM)
Cost per click (CPC)
Cost per acquisition (CPA) model
Key trends and future developments
Social networks: a new model for engagement
Getting the rules of engagement right is critical
Engagement also carries risk
Picking the right network for your brand/campaign
Do not treat social networks as the new online gold rush
Application-based advertising
The challenge of branded applications
Twitter: a rising advertising channel?
The case for mobile advertising
Mobile has a lot to offer
But the market is still very modest
Building a stronger commercial framework
The iPhone effect: will it work its magic on mobile advertising?
Cross-platform advertising
The three-screen dream has not come true
Mass search starts to fragment
Semantics support the spread of category search
Digital advertising formats get richer
Online video is the most commonly viewed of the rich media
Rich media driving higher consumer engagement
Where next for digital advertising metrics?
Targeting and privacy issues are coming to a head
Deep packet inspection in context
An ongoing debate rising to a head
Opt-out is not really putting the user in control
But attention profiling might do
Regulatory bodies are circling behavioural targeting
The prospects for digital advertising in the recession
Online advertising: a glimmer in the recession gloom
No surprises on the revenue drivers
Mobile advertising will struggle but not die
List of Tables
Table 1: Internet advertising market shares
Table 2: Total advertising expenditure by medium ($ millions)
List of Figures
Figure 1: Digital advertising value chain before reconfiguration
Figure 2: Digital advertising value chain reconfiguration
Figure 3: The ad exchange relationship web
Figure 4: The changing face of web content and consumption
Figure 5: Social network segmentation
Figure 6: Potential mobile advertising channels
Figure 7: Digital advertising formats by richness
Figure 8: Last ad wins 100% CPA credit
To order this report:
High Growth Forecast in Digital Advertising
http://www.reportlinker.com/p0128279/Reportlinker-Adds-New-dynamics-in-digital-advertising.html
